Dorit Gvili
Campaign Manager at Sound House
Ramat Gan, Israel
TitleLive kill
Agency
Campaign Live Kill
Advertiser Or Yarok Association for Safe Driving
Brand Or Yarok Association for Safe Driving
Date of First Broadcast/Publication 2017 / 1
Business Sector Road Safety
Philosophy Texting while driving and now even live broadcasting while driving, has become an international plague. Over 80% of accidents are caused by people using their phone while driving.
Yet still, regular campaigns don’t deter youngsters. No matter how gruesome commercials about this issue are, young drivers still ignore them because they’re ads.
To take this issue BBR Saatchi & Saatchi teamed with Or Yarok, the Association for Safer Driving in Israel, to launch an experience that would engrave the trauma of watching a real car crash in young drivers’ minds permanently.
To do that the agency hacked YouTube’s live broadcast feature and broadcasted a 6 minute pre-filmed video of popular vloggers getting into a crash, pretending as if it were live.
The hacked broadcast generated record high results with over 2,500 fans seeing it in real time. Fans sent in thousands of worried comments and “Aha-got the message” posts in response. By the next day 57,000 youngsters had watched the broadcast – a clear indication the message made an impact. 
Media Type Social Media
Length
Chief Executive Officer (CEO)
Chief Creative Officer
VP Creative Director
VP Creative Director
Social & Digital Creative Director
Creative Director
Creative Director
Account Executive
VP Content & Production
Production Manager
Creative Coordinator
Video Editor
Studio Manager
Graphic Designer

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